With the challenge of making a splash in a crowded market, Soapply tapped Decker as a partner to cut through and launch their first major out-of-home campaign. Many companies are capitalizing on words like “organic” and “natural” to connote safety and quality while still using synthetic ingredients and toxic fillers. Soapply is a pure, natural hand soap crafted using a 300-year-old method and a recipe updated to incorporate food-grade organic oils to keep your skin clean, balanced, and healthy. Seeing an opportunity to leverage the sustainability and philanthropic components that Soapply stands for, Decker’s creative team came up with “The Code We Live By” campaign.
The campaign can be seen here: https://vimeo.com/1016287069/9ed34a60e6
“The Code We Live By” campaign crammed Soapply’s brand manifesto into the world’s longest discount code. Literally. It went live in Times Square on an animated billboard featuring a QR code, allowing hundreds of thousands of people passing through to easily apply. The code not only allowed consumers to get 20% off their purchases, it used every single one of the 255-character count limits that Shopify allows – letting people know what Soapply stands for while also providing a discount.
Mera McGrew, Soapply Founder, states, “At Soapply, we boldly state that we’re more than soap—our soap embodies our commitment to quality, health and safety, sustainability, and global impact. Communicating our approach and educating consumers on the industry and global challenges we’re working to overcome can be lengthy and challenging. That’s why partnering with a team that shares our values, understands our vision, and brings fresh, innovative ideas to the table was essential for the success of this campaign. Their approach helped us translate the code to make a splash, get eyeballs, resonate, and grow our community.”
“When you’re trying to cut through, the idea needs to be locktight. Using a brand manifesto as a code that also gets their consumers a discount felt like a smart and simple way to make a splash and gain attention. ” – Dom DeLoya, Creative Director
“The Code We Live By” campaign leveraged social media, direct mail, influencers, posters, and a Times Square OOH placement to tell the story of Soapply.
CREDITS
Creative Director/Copywriter: Dom DeLoya
SVP Strategy & Development: Andrew Kesin
Business Development Lead: Alexis Matsas
ACD/Art Director: Alan Duda
Editor: Adrienne Sullivan
Project Manager: Kara Murphy
Billboard Photography: Brian Agamie
ABOUT DECKER
Decker crafts distinct and powerful marketing campaigns for brands that connects them with consumers in meaningful ways to stand out from the competition by creating impact that makes a positive difference. For more information, visit www.deckerct.com.
